Title: Problems faced by the People on Over-The-Top (OTT) Platform
Authors: 1) Purva Ashok Joshi
2) Priyanka Uday Adurkar
3) Anusha Jeevan Saliyan
Objective: To understand the underline issues of users faced on OTT Platform
Introduction: There are many people who use OTT platform for streaming content yet most of them are not satisfied with the features, services and content available on OTT platform. Users may feel that content recommendations are not well-tailored to their preferences. Some users may find the frequency or length of advertisements disruptive to their viewing experience, especially if they are paying for a premium subscription.
Literature Review:
Article-1
The article titled “Impact of OTT platforms on viewing Experience” by Mr. Apoorv Raj and Mr. Aravind Nair, states that even though OTT platforms cannot replace cinema but certainly it is creating its own segment. According to the article, there might be few people who would prefer OTT over cinema. The reports and articles that have read and reviewed states that, OTT platforms will continue to spread in India and will have a significant impact in terms of viewership on traditional mediums such as television and multiplexes. Although some respondents who enjoy watching movies in a theatre will continue to do so, but this number is also bound to fall. The future footfalls of multiplexes and televisions will undoubtedly be influenced by OTT platform services. So, at last I would like to conclude by saying that OTT platform services will be regarded as the technology of the future, having a significant impact on collective viewing habits.
Article-2
The article titled “The Rise of OTT Platform: Changing Consumer Preferences” by Ms. Kaneenika Jain, examines that with the boom in the technical specifications of smart-phones and rising usage of internet the entertainment industry is performing well with OTT services. The pandemic Covid-19 has contributed a large to the subscription of popular OTT series due to ample free time and need for edutainment and entertainment during lockdown. As the shooting of TV serials and movies were stopped due to lockdown, the consumer shifted towards OTT and the demand offshoot with a high rate. Now consumers are more comfortable with OTT services owing to the convenience and variety available without advertisements. As the trends are observed, the market of OTT will grow rapidly in the coming years too. The companies will now face the changing preferences for OTT platforms instead of entertainment offline.
Data Collection:
Q.1) I prefer to watch movies on OTT platform rather in theatre
Q.2) I am satisfied with the content available on OTT platform
Q.3) I am satisfied with the recommendations provided by OTT based on viewing history
Q.4) I prefer ad-supported free streaming
Q.5) I am willing to pay for an ad-free experience
These 5 questions were asked to 100 people. Questions were framed on likert scale-
Strongly Disagree- 1, Disagree- 2, Neutral- 3, Agree- 4, Strongly Agree- 5
Hypothesis Mean is 3. We have calculated the Mean, Standard Deviation, Standard Error and T-stat for every question.
Data Analysis:
|
Questions |
Mean |
Standard Deviation |
Standard Error |
T-stat |
Result |
|
Q.1) I prefer to watch movies on OTT platform rather in theatre |
3.5
|
1.17637
|
0.11763666
|
4.250375681
|
Positively Agree |
|
Q.2) I am satisfied with the content available on OTT platform |
3.61
|
1.08148
|
0.10814786
|
5.640425994
|
Positively Agree |
|
Q.3) I am satisfied with the recommendations provided by OTT based on viewing history |
3.64
|
0.94836
|
0.094836382
|
6.748464935
|
Positively Agree |
|
Q.4) I prefer ad-supported free streaming |
3.49
|
1.35210
|
0.135210274
|
3.623984966
|
Positively Agree |
|
Q.5) I am willing to pay for an ad-free experience |
2.98
|
1.41407
|
0.141407071
|
0.141435643
|
Neutral |
Conclusions:
For Q.1, t-stat is 4.250375681 which is greater than 1.96, accept the statement which means People prefer to watch movies on OTT platform rather in theatre
For Q.2, t-stat is 5.640425994, which is greater than 1.96, accept the statement which means People are satisfied with the content available on OTT platform
For Q.3, t-stat is 6.748464935, which is greater than 1.96, accept the statement which means People are satisfied with the recommendations provided by OTT based on viewing history
For Q.4, t-stat is 3.623984966. which is greater than 1.96, accept the statement which means People prefer ad-supported free streaming
For Q.5, t-stat is 0.141435643, which lies between 1.96 and -1.96, it means People are neutral towards the statement that they are willing to pay for an ad-free experience
References:
https://www.questjournals.org/jrbm/papers/vol9-issue8/Ser-1/D09081830.pdf
https://eprajournals.com/IJMR/article/5241/download